- Lori A. Jazvac
The Quest to Sell Yourself in Today’s Competitive Labour Market
What does it really mean to sell yourself and why is this often such a daunting task? We often have a challenge expressing what distinguishes us apart from other candidates. Perhaps, it’s because we have not explored this fully. Let’s start with defining unique value proposition. Your Unique Value Proposition is what formulates our overall career brand and is a representation that we make to the public. If you can effectively identify your Unique Value Proposition, then you will be able to articulate it and “sell your brand.”
First of all, everyone has a unique trait, skill, quality, achievement, or a combination of these factors that could very well make up their brand. Let’s break up the anatomy of the Unique Value Proposition. If we explore this a little further, marketing yourself or your brand is no different than marketing anything. You are the “product” – figuratively speaking, and the prospective employer is the “target market.” Therefore, to present yourself in the most favourable light, you need a “sales pitch.” Marketers call this a “Value Proposition.” Value Proposition and Brand Identity together formulate Your Personal Career Brand.
The Most Common Yet Unanswered Question: Why Should I Hire You?
The Value Proposition answers the question, “Why should I hire you instead of the other candidates?” Ironically, you may recall hearing this question before in an interview you that only to find you are stumped by what answer to come up with in a few seconds.
If we break the Unique Value Proposition down, we can see how it all ties together nicely. The Unique Value Proposition is made up of buying motivators, supporting qualifications, and added value.
Buying Motivators – reasons the employer wants to hire an employee. The employer wants to know are you capable of achieving their strategic goals such as saving money, meeting safety needs, furthering clients’ wellness needs, or generating more business.
Supporting Qualifications – Core qualifications that the candidate brings, which in turn, support the buying motivators. These include your areas of expertise and background – education, experience, credentials, and most of all, accomplishments.
Added Value – Supplementary value that others cannot offer, or special strengths that addresses one or more of the buying motivators. Your added value is your personal style – your unique personality, individuality, and dreams. What are your special strengths?
What does a strong value proposition look like? It addresses the employer’s buying motivators and connects them with the candidate’s supporting qualifications and added value.
So let’s put this strategy in practice – in order to sell your unique brand and position you for growth-oriented opportunities. Contact Lori Jazvac, Certified Resume & Employment Strategist - your trusted partner in furthering your career success!